B2B Research Report 2017 State of Content Consumption and ...€¦ · their 2017 strategy. Content marketing has been identified as a leading tool contributing to B2B marketing success

Copyright ©2017 NetLine Corporation. All rights reserved.B2B Marketers Start Here.

2017 State of Content Consumption and DemandReport for B2B Marketers

B2B Research Report

Analysis and Insights by:

NetLine Corporation, offering the #1 B2B Content Syndication Lead Generation Platform

http://www.netline.com/?utm_source=report&utm_medium=content&utm_campaign=report-glbrpt-pdf

Introduction to the Research

This year, B2B marketers are challenged with

higher goals, steeper competition, and the

constant evolution of marketing technologies

to achieve success. Struggles from bandwidth,

and budget, to performance-based quotas,

and sales and marketing alignment are

pushing marketers to advance and optimize

their 2017 strategy.

Content marketing has been identified as a

leading tool contributing to B2B marketing

success in the past year. In the B2B Content

Marketing 2017: Benchmarks, Budgets, and

Trends—North America Report by Content

Marketing Institute, 85% of marketers

identified ‘high quality content creation’ as

their number one reason for success last year,

and more than half of marketers stated that

focuses on ‘content strategy’ and ‘content

distribution’ were critical to their success.

Demand Gen Report published the 2017

Demand Generation Benchmark Survey asking

2 2017 State of Content Consumption and Demand Report for B2B Marketers NetLine Corporation

*Data provided by the NetLine Corporation B2B Content Syndication Lead Generation Network, March 1, 2016 to February 28, 2017

B2B marketers how they would be measured

this year. Of the marketers surveyed, 54%

reported having a revenue-based quota

included in their goals, and 45% of marketers

reported having a lead-based quota included

in their goals to measure their marketing

department’s performance.

Marketers are finding that content has the

potential to be a top driver of success for

their organization; however, are faced with

direct challenges of connecting content

to their performance goals surrounding

pipeline development. To implement the most

effective content marketing strategy this year,

marketers must focus on executing content

campaigns with direct attribution to their lead-

based and revenue-based goals.

The 2017 State of Content Consumption and

Demand Report for B2B Marketers researches

the real content consumption activity taking

place across the NetLine Corporation Network

NetLine Corporation operates the largest B2B content syndication lead generation network available

on the web, processing more than 8.5 million leads in 2016.

LeadsProcessedIn 2016


in the past 12 months with a deep dive look into more

than 8 million content requests and leads processed.

NetLine analyzed the active audience researching

business-related topics alongside the competitive

landscape of marketers’ target personas to extract

meaningful insights B2B marketers will need to optimize

their content marketing and lead generation strategies

this year. The NetLine Corporation Network is the

largest B2B content syndication lead generation network

available on the web today and features the largest data

set for B2B marketers to learn from and utilize to achieve

quality growth and scale for their organization.

First, we will examine the active audience of professionals

who consumed content across the NetLine Corporation

Network, analyzing more than 8 million leads processed

by content syndication marketing campaigns, across

300 professional industry sectors in the past 12 months.

The active audience is measured by each professional’s

self-identified job area, job level, industry, company

size, company revenue, geographic region, and mobile

device behavior—in comparison to the audience growth

trends over the prior 12 months. The total content

consumption volume increased by 36% YOY.

2017 State of Content Consumption and Demand Report for B2B Marketers 3

The ActiveAudience

NetLine Corporation


Content consumption by the active audience of professionals requesting content across the NetLine Corporation Network grew significantly in the past 12 months. The demand for long-form content to service the needs of professionals is rapidly rising and creating a growing opportunity for marketers.

CONSUMPTION GROWTH +36% YOY


Job Area

Professionals working in an ‘Information Technology’ job area reported the highest volume of activity in the past 12 months and drove 32% of total content consumption volume—an increase of 24% YOY. Ten percent of professionals self-identified their job area as ‘Executive’; the remaining volume was evenly produced by professionals working in the following job areas: Education (7%), Engineering (6%), Human Resources (5%), Business (5%), Marketing (5%), Sales (5%), and Finance (5%).

The highest growth was driven by professionals in the following job areas: Creative Design, Customer Support, and Education—each increased by more than 35% YOY.

Job Level

The highest volume of content consumption by job level was reported by ‘Individual Contributors’, a level below ‘Managers’, who produced 20% of total activity. Additionally, ‘Individual Contributors’ consumed 26% more content over the prior 12 months. ‘Manager’ and ‘C-level’ professionals also contributed a significant amount of consumption activity. In a comparison of ‘Individual Contributor’ and ‘Senior Employee’ activity over senior leadership activity, senior leadership consumed 35% less content.

Of the active ‘C-level’ professionals, the majority manage companies of 1,000 employees or less. ‘C-level’ professionals who manage companies of less than 1,000 employees consumed 123% more content than ‘C-level’ professionals running companies of 5,000 employees or more.

Active Audience: Job Area

Active Audience: Job Level


‘Consultants’ reported significant growth in the past 12 months, likely an effect of more

organizations utilizing them to help grow their business.

CONSULTANTS ON THE RISE +49% YOY



‘Consultants’ reported the highest growth; 49% more than the prior 12 months. Most commonly, ‘Consultants’ classified themselves as working in the ‘Healthcare/Medical’ and ‘Computers and Technology’ industries and more than half work at companies of 100 employees or less. The two most reported job functions were ‘IT Project Management’ and ‘IT Information Systems’. ‘Contractors’ and ‘Senior Employees’ also increased consumption activity by more than 30% YOY.

Company Size

Professionals working at enterprise organizations produced 49% of the total content consumption volume—growing 18% in the past 12 months. Activity driven by professionals working at mid-sized companies of 100 to 999 employees increased 24% YOY and produced 24% of the total volume. Professionals working at small businesses drove 27% of the total volume—an increase of 17% over the past 12 months.

The most significant growth came from professionals working at companies of 10k to 20k employees; their activity increased by 57% in the past 12 months. Additionally, professionals working at companies of 1k to 2.5k employees increased their consumption volume by 42% YOY.

2017 State of Content Consumption and Demand Report for B2B Marketers 5NetLine Corporation

CONSULTANTS ON THE RISE

Active Audience: Company Revenue

As organizations expand, the bandwidth of ‘C-level’ professionals is likely to contract and cause a

decrease in content consumption activity.


Company Revenue

In further review of the active audience, professionals were examined by their corresponding employer’s annual revenue. In the past 12 months, 22% of content consumption volume was produced by professionals working at companies generating more than $5 billion in annual revenue. Additionally, the highest content consumption growth was reported by professionals working at companies generating $25 million to $50 million in annual revenue—an increase of 24% over the prior 12 months.

Active Audience: Company Size

$500M - 1B 10%

$50-100M 8%

$25 - 50M 11%

$1 - 5B 17%

$100-500M 16%

More than $5B 22%

$10 - 25M 6%

RemainingValues 11%


Geographic Region

The active audience of professionals residing in the United States drove more than fifty percent of the total content consumption volume in the past 12 months. The EMEA region produced 20% of the total volume—an increase of 74% YOY. The APAC region produced 19% of the total volume—an increase of 67% YOY.

Active Audience: Geographic Region

*Remaining regions, 2%


Active Audience: Industry

The past 12 months hosted an election year and significant developments for the United States

government. It is likely that these events contributed to the 34% increase in content consumption

volume from professionals within the ‘Government’ industry.

Industry

The highest volume of activity by industry sector was led by professionals working in the ‘Computers and Technology’ industry, 31% of the total volume. The active audience was also comprised of professionals in the following industries: Education (19%), Healthcare and Medical (11%), Finance (8%), Government (5%), and Advertising/Marketing (2%).

Professionals working in the ‘Advertising/Marketing’, ‘Finance’, and ‘Healthcare/Medical’ industries increased consumption activity by more than 20% in the past 12 months. The most significant growth by industry sector was produced by professionals working in the ‘Government’ industry—consumption activity increased by 34% YOY.


United States

56%

EMEA

20%

APAC

19%

Latin America

3%

Telecommunications

Service Industry

Government

5%

5%

5%

Finance

8%Insurance

3%

Healthcare/Medical

Computers &Technology

31%

11%

Education

19%

Retail & Consumer Goods

3%

Remaining Values

10%


Mobile Behavior

Of the professionals consuming content in the past 12 months, 72% of the activity took place on a desktop device, while 28% took place on non-desktop devices. Smartphones contributed to 23% of the total volume—an increase of 26% YOY. Tablet activity decreased 7% in the past 12 months.

Senior leadership consumed 27% more content on non-desktop devices than mid-level professionals. This trend suggests that senior leadership more commonly performs research outside of the office, while others do not.


Content consumption activity driven by professionals in EMEA and APAC regions

continue to report significant growth; 44% of activity was produced by professionals in

non-US regions.

GLOBALIZATION OF THE MARKETPLACE

The United States remains behind

other countries in long-form content

consumption on mobile devices—a

trend marketers should consider in

digital marketing strategies.

+71% YOY


Regions outside of the United States reported 73% higher non-desktop usage for long-form content consumption. The highest volume of non-desktop activity by country was driven by Philippines, Qatar, and Norway, each with more than 35% of activity from a non-desktop device. The United Kingdom reported above average mobile activity, averaging 30% of activity. Professionals residing in the United States reported only 18% of activity on a non-desktop device.

72%content consumedon desktops 5%

content consumedon tablets

23%content consumedon smart-phones


The In-DemandAudience

In this next section of the report, we will review the

personas targeted by the world’s largest companies to

startups, across hundreds of marketing campaigns in the

past 12 months. Direct comparisons are made between

the active audience realties and the in-demand personas

in this section to highlight the competitive landscape for

B2B marketers. We have extracted the key insights found

within campaign target strategies by job area, job level,

industry, company size, and geographic region—with

comparisons to the prior year.

Job Area

Of the marketing campaigns run in the past 12 months, 16% of campaigns targeted only one job area—16% more than the prior year. ‘Executives’ were included in 76% of campaign job area targets with goals of reaching professionals in the job area of focus along with senior leadership. Professionals self-identified as working in an ‘Information Technology’ or ‘Executive’ job area were the most targeted persona, used by 30% of campaigns. While, 23% of campaigns did not apply a target job area, likely due to separate account-based goals. ‘Human Resources’, ‘Marketing’, and ‘Finance/Accounting’ were among the top ten most targeted job areas.

Job Level

The most targeted job level persona was ‘Supervisors and above’, applied by 40% of all campaigns in the past 12 months—an increase of 25% YOY.

Of the marketers to expand job level targets beyond ‘Supervisors’, 15% included ‘Individual Contributors’ and ‘Senior Employees’; while 13% of campaigns narrowed their targets to ‘Directors and above’ aiming for senior leadership only. The number of campaigns to include ‘Individual Contributors’ and ‘Senior Employees’ decreased 17% YOY and led to an increase of campaigns targeting ‘Directors and above’ by 116% in the past 12 months.

% of Campaigns Targeting Job Area Segments

% of Campaigns Targeting Each Job Level



HR

Marketing

Finance/Accounting& Exec

11%

6%

5%

IT

6%Marketing &Executives

11%

HR & Executives

IT & Executives

30%

2%

All

23%

Engineering & Manufacturing /Production/Operations

2%

Finance/Account, IT,Business & Executives

3%

Consultant

Senior Employee

Supervisor

Manager

Senior Manager

Director

Senior Director

VP

Senior VP

C-Level

3%

32%

74%

81%

85%

99%

99%

99%

98%

97%

Individual Contributor 25%


In the past 12 months, 53% of campaigns excluded 30% of the active audience,

comprised of ‘Individual Contributors’, ‘Senior Employees’, and ‘Consultants’. Marketers

are missing an opportunity to target this highly active and potentially influential

audience segment.

MARKET REALITIES VS. CAMPAIGN IDEALS

% of Campaigns Targeting Each Company Size

Company Size

Professionals working at enterprise organizations of 1,000 employees or greater were targeted in more than 80% of campaigns. More than 50% of campaigns targeted professionals working at mid-sized and enterprise organizations of 100 employees and greater. Small businesses of 5 to 99 employees were targeted in 25% to 46% of campaigns—an increase of 9% over the prior 12 month period.

Industry

Of the campaigns run in the past 12 months, 48% did not apply industry specific targeting. Ten percent of campaigns identified a single target industry, most commonly ‘Retail and Consumer Goods’, ‘Healthcare/Medical’, or ‘Finance’.

The strategy of targeting one specific industry decreased 17% YOY. Four percent of campaigns accepted professionals working within any industry, excluding the ‘Government’ industry.

% of Campaigns By # of Industries Targeted



1-4

5-9

10-24

25-49

50-99

100-249

250-499

500-999

1,000-2,499

2,500-4,999

5,000-9,999

10,000-19,999

20,000-49,999

50,000+

14%

26%

29%

38%

46%

55%

60%

76%

83%

86%

84%

84%

84%

83%

10 - 24 Industries

All Industries

48%

29% 2 - 9 Industries

Only 1 Industry

10%

13%


Geographic Region

In the past 12 months, 73% of campaigns targeted US professionals only, in comparison to 61% of campaigns the prior year—an increase of 20% YOY. A contributing factor to the increased targeting of US-based professionals over the past 12 months was the new Canadian Anti-Spam Legislation (CASL) which heavily regulated the tactics marketers can use to communicate with Canadian residents. Seven percent of campaigns excluded US-based residents from campaign targets, a decrease of 36% YOY.

United States

93%

United Kingdom

22%

France

11%

Spain

10%

Germany

7%

Australia

6%

Brazil

3%

Philippines

3%

Indonesia

3%

ABM

The number of account-based marketing campaigns run by marketers on the NetLine Corporation Network increased by 1,920% in the past 12 months. The majority of marketers running ABM campaigns also ran content syndication lead generation campaigns to diversify their strategy and ensure consistent lead flow.

While, ABM is a proven strategy when run with the necessary reach and scale, NetLine Corporation

The United Kingdom, France, Spain, Germany, and Australia were among the top international countries targeted. 44% of content consumption was driven by professionals outside of the United States; while 27% of campaigns did not target professionals outside on the United States. The globalization of the market is growing and marketers have an opportunity to expand their exposure by tapping into this active segment.

recommends a balanced approach to ABM with content syndication as a layered application of this strategy type. Display advertising should not be considered the only or the top solution in ABM, content syndication campaigns often report higher click through rates and conversion rates over other channels.




Consumption Volume

On average, 51% of the active audience consumed two or more pieces of content in the past 12 months. Further, 20% of the active audience consumed more than five pieces of content, and 10% consumed ten or more pieces of content.

Professionals working within an ‘Information Technology’ job area reported the highest multi-content consumption rate in comparison to all other job areas (29%)—this is 250% higher than any other job area. The second highest multi-content consumption rate was reported by professionals working in an ‘Executive’ job area, averaging 8.3% of the total volume.

Consumption Journey

In this section, we will examine the journey of the

active professionals consuming content on the NetLine

Corporation Network and the patterns that surround

their behavior. We have extracted important metrics on

consumption volume, frequency, and ‘the gap’ marketers

need to be knowledgeable about to optimize demand

generation and lead nurture strategies.




d

Consumption Frequency

Of the professionals to consume more than one piece of content, the average timespan between each request was 12 days. ‘Consultants’ reported the shortest frequency of 9 days and ‘VPs’ reported the longest timespan of 16 days. Senior-level leadership trended towards a longer frequency, while mid-level professionals were consistently more engaged.

Professionals working at enterprise organizations averaged 13 days between content requests, while professionals working at small businesses averaged 10.6 days. Professionals working in the ‘Computers and Technology’ industry reported one of the highest frequencies of 10.9 days between each request.

Consumption Gap

The timespan between the content request and the moment the content is opened is called the Content Consumption Gap—measured in hours. On average, the Content Consumption Gap was more than twenty eight hours for the active audience in the past 12 months.

Analyzing the Content Consumption Gap by job level highlighted a significant delta between senior leadership and other professionals. The Content Consumption Gap for ‘C-level’ professionals averaged more than 30 hours, while ‘Managers’ and ‘Senior Employees’ averaged the lowest gap of 23 to 25 hours.

Professionals working at small businesses averaged the longest consumption gap of 30 hours, while professionals working at mid-sized companies averaged 24 hours and enterprise-level averaged 26 hours.

The Content Consumption Gap is important to be aware of as it can have significant

impact on prospect nurturing. NetLine recommends companies to enforce a follow-

up policy that is in line with trending content consumption patterns. To ensure the

prospect is informed enough to have an intelligent discussion, allow for at least 2 days

before contacting.

MIND THE CONSUMPTION GAP




In this section, we will examine the most researched

topics by professionals of select job levels and industries

in the past 12 months. To review the deeper research

patterns of the active audience, themes were measured

by a professional requesting two or more pieces of

content under a given topic. Each table lists five themes

by volume of multi-content consumption by persona.

Consumption Trends

Topics Researched by Job Level



C-level

A balance of information technology and professional and personal development content were reported as the most researched topics for ‘C-level’ professionals. Professionals working in an ‘Information Technology’ job area were the most active audience segment; therefore, drove an increased weighting on IT-specific topics. ‘C-level’ professionals are frequently engaging with developmental and managerial topics outside the boundaries of their company’s focus.

Director

The most researched topic by Director-level professionals was ‘Workforce Management’, showing a distinct difference over other job levels. This persona showed a clear interest in management resources alongside job specific focuses, ‘Advertising and Promotion’ and ‘Software and Web Development’ being the most popular.

Manager

Similar to ‘C-level’ professionals, ‘Managers’ heavily researched IT-specific topics, as well as personal development. ‘Managers’ showed an interest in ‘Productivity and Stress Management’ resources alongside their job specific focuses.


Computers and Technology

Professionals working in the ‘Computers and Technology’ industry showed an interest in many information technology topic areas.

Secondary to IT topics, ‘Productivity and Stress Management’ as well as ‘Advertising and Promotion’ topics were commonly researched by this

persona.



Individual Contributor

Self-identified ‘Individual Contributors’ showed a focus on job specific topics, heavily concentrated on ‘Software and Development’.

Additionally, ‘Professional Development’ resources were also popular for the mid-level professionals, showing that growth is

top of mind.

Consultant

The top researched content themes by ‘Consultants’ showed a divide across the most active job functions of ‘Consultants’. From Healthcare

to Human Resources, ‘Consultants’ are actively researching content within their job’s focus.

Topics Researched by Industry

Marketing and Advertising

Professionals working in the ‘Marketing/Advertising’ industry showed interest in marketing topics over information technology themes,

including ‘Sales Stratey’.


Finance

Professionals working in the ‘Finance’ industry showed an interest in IT-specific topics above all others. ‘Productivity and Stress Management’ was among the topics researched, along with ‘Advertising and Promotion’, followed by Finance specific content topics. “FinTech” has been a growing trend in Finance, which is likely a driver of the high volume of IT research.



Manufacturing

Professionals working in the ‘Manufacturing’ industry showed the most interest in IT-specific topics. ‘Workforce Management’, ‘Productivity and Stress Management’, and ‘Professional Development’ were also among the top researched topics by this persona.

Government

Professionals working in the ‘Government’ industry showed interest in several IT-specific topics as well as professional development content. These professionals are one of the only personas not heavily focused on content within their specific industry; however, “GovTech” and “security” are trending topics, likely to cause demand for IT research.

Healthcare and Medical

Professionals working in the ‘Healthcare and Medical’ industry showed a heavy focus on IT-specific content, in addition to ‘Healthcare and Medical’ content topics. Additionally, ‘Productivity and Stress Management’, ‘Workforce Management’, ‘Leadership’, and ‘Professional Development’ topics diversified the research topics by this persona.


BoFu3%

Content Trends

In this next section, we will examine the trends found

within the library of content used for content syndication

lead generation campaigns by marketers in the past 12

months. We analyzed the content themes, keywords,

titles, format, and goals to extract meaningful learnings

for marketers.



• 16% included a numeric value emphasizing list format or applying a year of reference.• 8% included ‘Business’ in the context of speaking to small businesses or senior-level professionals.• 6% included ‘Guide’ which did not rank as a popular content type, but often surfaced in the title.• 5% included ‘Management’ in terms of user capabilities.• 5% included ‘Security’ in reference to information technology security solutions, a big trend.

Content Themes In an analysis of the most popular content consumed this year we produced a word cloud of the content titles to display the overarching themes. Of the most popular content consumed this year, the following title insights surfaced as takeaways:


Content Types

NetLine identifies all content syndicated on the network by type, most commonly: white papers, eBooks, reports, guides, and webinars. White papers remain the most popu-lar type of content consumed by the active audience over the past 12 months, producing 20% of the total consump-tion volume. eBooks immediately follow, producing 16% of the total consumption volume. Content subscriptions including magazines, newsletters, and other digital sub-scription types totaled 15% of the total volume. In addi-tion to these most popular forms of content, shorter form content types such as tips, checklists, infographics continue to report steady engagement statistics.

• 10 Tips for Digital Marketing Success in 2016

• 11 Security Solutions for Small Business

•How Manufacturers Can Better Enable Modern Sales Teams

• 6 Important Benefits of Upgrading to Windows 10

•Get the Definitive Guide to Recruiter & Hiring Manager Partnerships

• 7 Ways to Work Smarter in the Cloud

• The Advocate Marketing Playbook

• Top 10 Tips for Educating Employees About Cybersecurity

• 2016 Cyberthreat Defense Report

•How to Increase Your Content’s Discoverability: 3 Steps to Maximizing Every Piece You Publish Month After Month (and Year After Year)

Select titles from the Top 100 list.

TRENDING TITLES

% of Content Syndicated by Type



Guide

Newsletter

On-Demand Webinar

7%

3%

2%

Report

4%

White Paper

eBook

16%

20%

Magazine Subscription

23%

Remaining Values

22%

Digital Subscription

2%


Content Goals

Additionally, NetLine identifies each piece of content run on the network by the client’s intended content strategy to establish the stage of the buyer’s journey being targeted and serviced by the content. Content is identified by one of three main groups: Top of Funnel (ToFu), Middle of Funnel (MoFu), and Bottom of Funnel (BoFu).

In the past 12 months, 98% of marketers implemented ToFu content strategies; while only 1% ran MoFu content, and 1% ran BoFu content. Less than 5% of clients ran multiple pieces of content with different content strategies, in either the same campaign or overall.

MoFu1%

BoFu1%

ToFu98%

CONTENT STRATEGY BY FUNNEL

Marketers have an opportunity to implement a more diversified approach outside

of ToFu only content. The majority of professionals engaging with your content are

net-new and at all stages in the buyer’s journey—a balanced campaign will provide

content for all stages within the funnel.




B2B marketing success in today’s competitive environment

is dependent upon making smarter decisions driven by

actionable data. Increasingly, marketers will need to rely

on insights being discovered by third party marketing

technology stack solutions with direct access to the

data versus their own company’s internal stakeholders.

Performance-based goals have led to stricter forms of

measurement holding marketers accountable for their

budget and ROI, emphasizing the importance of lead-

based and revenue-driving opportunities.

This year, marketers must optimize their demand

generation strategy to drive meaningful and measurable

results. NetLine Corporation has identified 3 key

opportunities to leverage at each stage of your strategy to

drive success in 2017:

Content Strategy | Stages ofthe Funnel

The competitive landscape of long-form content has been heavily saturated by Top of Funnel (ToFu) content—98% of marketing campaigns in the past 12 months. While the entire competitive landscape is seeding the market with ToFu content, take this opportunity to offer supplemental content that speaks to the needs of professionals focused on more decision oriented topics. Implement a balanced content strategy with resources for all stages of the buyer’s journey. Wisely pivot the target persona for each asset within the campaign to specifically reach professionals known to be aligned with in-market and intent-driven positions. Doing so will allow marketers to translate anonymous personas into further down the funnel prospects.

Summary



1


Target Strategy | Attack theInfluencers

In the past year, 53% of campaigns excluded 30% of the active audience. Do not continue to make this mistake. Senior leadership will remain an important target for lead generation campaigns; however, marketers must realize they do not drive the same level of content consumption activity. Pivot focus to the influencers, the diverse profile of professionals within the buying committee, including Managers, Senior Employees, and Individual Contributors—as well as Contractors and Consultants. Build deeper influence within the organization by expanding your target range outside senior leadership and target the professionals that advise them. Deeper influence within the organization will directly build greater credibility, an often underestimated attribute associated to the vendor selection process.

Nurture Strategy | Mind the Consumption Gap

The average timespan between the moment a person requests your content and the moment your content is opened by the person is the Content Consumption Gap. In the past 12 months, the average Content Consumption Gap was 28 hours. Nurturing a new lead is 100% as important as generating a net-new lead; therefore, NetLine’s recommendation is to allow for at least 2 days prior to lead follow-up on long-form content consumption in order to ensure effective conversations with prospects. Making the mistake of immediate contact will waste your team’s time and possibly alarm the prospect.

As reported by the 36% increase of content consumption

activity in the past 12 months, professionals are showing a

growing demand for long-form content. Content syndication



2

3


has become a proven solution for marketers to reach

decision makers actively consuming content to generate

quality intent-based leads. Marketers must capitalize on

this opportunity by producing the resources that the

content consuming audience demands—to stay top of

mind, solve their problems, and aid purchase decisions.

Finally, the B2B Content Marketing 2017: Benchmarks,

Budgets, and Trends—North America Report by Content

Marketing Institute reported that 80% of marketers

cited ‘Lead Generation’ as their organization’s goal for the

next 12 months; however, when questioned which ‘paid

methods’ marketers will use to promote their content,

zero cited lead-based methods. ‘Social promotion’, ‘search

engine marketing’, and ‘banners ads’ each offer impression

or click-based pricing models with no commitment to

deliver quality lead generation results. The findings

shared within the Content Marketing Institute report

show that marketers are taking a disconnected approach.

Implementing a campaign with a cost-per-click (CPC) or

cost-per-thousand impressions (CPM) pricing model does

not equate to lead generation. In addition to NetLine’s

three takeaways for 2017, it’s integral that marketers

position themselves to succeed by running cost-per-

lead campaigns guaranteed to deliver leads and meet

performance-based goals.

Content syndication lead generation is a vital solution for

driving B2B marketing success. Exceed your performance

goals this year by optimizing your approach with data

driven insights extracted from 8.5 million leads processed

by NetLine Corporation.

Robert Alvin,CEO and Founder of NetLine Corporation

We’ve set out on a

journey to bring B2B

marketers real content

consumption insights they

can’t find anywhere else.

This year our research

team will be examining

the consumption behavior

of industry segments

across the largest B2B

content network. Our goal

is to empower marketers

with powerful insights

and advanced demand

generation solutions to

achieve lead generation

success in 2017.

A NOTE FROMNETLINE




• Self-service, performance-based investment• Advanced B2B targeting• Lead fulfillment with direct integration• Robust lead and content consumption reporting

Amplify Your Reach

2017 Content Marketing Insights for B2B Marketers 16NetLine Corporation

Syndicate your content across the largest B2B lead generation network to reach decision makers actively researching business related topics with the NetLine Portal.

Starting at $9 per lead.

http://portal.netline.com

Create Free Account Request a Demo

http://www.netline.com/?utm_source=guide&utm_medium=content&utm_campaign=guide-glbrpt-pdf

https://portal.netline.com/?ch=170505pdfglbr2&utm_source=guide&utm_medium=content&utm_campaign=guide-glbrpt-pdf



http://www.netline.com/netline0031/?d=contsales&k=170505pdfglbr1&utm_source=guide&utm_medium=content&utm_campaign=guide-glbrpt-pdf

NetLine Corporation empowers B2B Marketers with

the reach, technology, and expertise required to drive

scalable lead generation results and accelerate the sales

funnel. Operating the largest B2B content syndication

lead generation network, NetLine reaches 125 million

unique visitors and processes more than 700 thousand

leads monthly across 300 industry sectors. NetLine’s

AudienceTarget™ technology drives prospect discovery,

quality customer lead acquisition, and buyer engagement

from real prospect intent as professionals consume

content directly across the network. Superior quality, on

demand access, and advanced campaign reports enable

all clients to achieve lead generation success. Founded

in 1994, NetLine is privately held and headquartered in

Los Gatos, California. Successful B2B Marketers Start with

NetLine, visit www.netline.com.

As the #1 B2B Content Syndication Lead Generation

Network we feel that it is important to share with you

how we do business. NetLine operates following five

core values: innovation, teamwork, integrity, customer

satisfaction, and accountability. Our advanced technology

and massive scale are uniquely positioned to achieve the

results marketers are looking for. NetLine’s performance-

based Portal and our dedicated team of experienced lead

generation experts ensure that you will only pay for leads

that meet your assigned campaign objectives – nothing

less. Expand your footprint and gain competitive market

share.

Read more about our commitment to you.

AboutNetLineCorporation

NetLine Corporation | Successful B2B Marketers Start Here.www.netline.com

OurCommitmentto You




http://www.netline.com/commitment.html?utm_source=report&utm_medium=content&utm_campaign=report-glbrpt-pdf




Documents

B2B Research Report 2017 State of Content Consumption and ...€¦ · their 2017 strategy. Content marketing has been identified as a leading tool contributing to B2B marketing success